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vImportant Introduction by Dan Kennedy .........1Meet the Authors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11SECTION 1FOUNDATIONCHAPTER 1THE BIG SWITCH. Why Direct Marketing for NON-Direct Marketing Businesses? . . . . . . . . . . . . 15by Dan Kennedy:K\\%u0003,V%u00037KHUH%u00036R%u00030XFK%u0003/RXV\\%u000f%u00038QSURGXFWLYH%u000f%u00038QSUR%u00c0%u0003WDEOH%u0003Advertising and Marketing Out There, Anyway?, 19Yes, Salvation Is within Reach, 20The 10 No B.S. Rules of Direct Marketing for Non-Direct Marketing Businesses, 21CONTENTS
